google analy+cs · 2019-10-18 · google tag manager (gtm) • add and update your own tags for...

GoogleAnaly+cs

Measure

Learn

TakeAc.on

@GoogleExpertsUK mark@stormchasersdigital.com

QuicklyLookAt

•  DeployingGoogleAnaly+cs

•  WhatAspectsofYourMarke+ngAre

Working?

•  AreVisitorsEngagingWithYourWebsite?

•  AreYouMeasuringYourReturnOn

Investment(ROI)?

•  UsefulTools

Deploy-GA

GAonTheSite

•  HardCoded

•  Plugin

GA-Coded

GA-Plugin

GoogleTagManager(GTM)

•  Addandupdateyourowntagsforconversion

tracking,siteanaly+cs,remarke+ngandmore.

•  QuicklydeployGoogleandthird-partytags

– Tawk.to

– Hotjar

– LinkedinInsight

GoogleTagManager(GTM)

GTM-Coded

GTM-Plugin

DiveIn-GA

Login!

SomeTermsUsedinGA

•  Audience

•  Acquisi+on

•  Behaviour

•  Conversions

•  BounceRate

•  Sessions

Confused?

SomeTermsUsedinGA

•  Audience–wheredidtheycomefrom?

•  Acquisi+on–Howdidyougetthem?

•  Behaviour–Howdidtheyinteractwiththe

website?

•  Conversions–Didtheydowhatyouwanted?

•  BounceRate–LeYfromsamepagethey

entered

•  Sessions–Default30minutese\ng

WhatMarke+ngIsWorking?

Acquisi+on

TypesofTraffic

•  Direct–visitorswhotypedinURLorhavesite

bookmarked

•  Social–visitorsfromasocialnetwork

•  OrganicSearch–visitorscomingfromasearch

engine

•  Referral–visitorswhocometoyourwebsite

viaalink

GoogleAdWords

WhichSocial?

WhereonSocial

GoogleURLBuilder

h1ps://ga-dev-tools.appspot.com/campaign-url-builder/

CallItWhatItIs

CreateEmail

UsecreatedURLasyourlink

CampaignName

WordCamp

FollowTheDetails

ForFutureReference

NamingConven+on

•  Makeitsothatanofficejuniorthatstartsnextmonthcanunderstandit

•  WebsiteURL*

•  CampaignSource*

•  CampaignMedium

•  CampaignTerm

•  CampaignContent

www.stormchasersdigital.com?

utm_source=email&utm_medium=promo+on&utm_campaign=WordCamp&utm_

term=personal%20invite&utm_content=link%20to%20website

SplitTes+ng

Ki1en Puppy

hfp://stormchasersdigital.com/?

utm_source=twifer&utm_campaign=Dig

ital-In-

Kent&utm_medium=image&utm_term=a

re-you-afending&utm_content=ki1en

hfp://stormchasersdigital.com/?

utm_source=twifer&utm_campaign=Di

gital-In-

Kent&utm_medium=image&utm_term=

are-you-

afending&utm_content=puppy

TidyURL?

hfp://goo.gl

TidyURL?

hfps://app.bitly

VisitorEngagement

OurWebsitePlan

Home Service

AboutContact

Behaviour

BehaviourFlow

Isthishowweplannedit?

Whatcanwedotoimprove?

Doweneedtochangeourgoals?

HighlightAFlow

HighlightedFlow

ChangeInforma+on

LandingPages

Wherevisitorsenterthewebsite

ExitPages

Wherevisitorsleavethewebsite

SiteSearch

Visitorstellingyouwhattheywanttosee

MeasuringROI

OurWebsitePlan-Se\ngaGoal

Home Service

AboutContact

FromRepor+ngScreen

AdminScreen

CreateAGoalView

GetTheSe\ngsRight

CreateAGoal

GiveItAName

AddDetails

AddAValue

TheFormula

•  C=Totalwebsiteconversions

•  R=Totalrevenuefromwebsiteconversions

•  GV=Averagegoalvalue,orrevenueperconversion

•  GV=R/C

That’sit,butlet’sdoanexampletoillustratethepoint:

Totalwebsiteconversions:50

Totalrevenuegeneratedfromwebsite:£2,500

Goalvalue(Gv)=2500/50

Everygoalis‘worth’£50

Ini+ally

OurWebsitePlan-Se\ngaGoal

Home Service

AboutContact

LookingforROI

•  Totalwebsiteconversions:50

•  Totalrevenuegeneratedfromwebsite:£2,500

•  Goalvalue(Gv)=2500/50

•  Everygoalis‘worth’£50

•  Weconvert5%ofvisitors

•  1000visitors=£2,500

•  £2.50pervisitor

LookingforROI

•  Adver+singcostis£1.50pervisitor

•  ROI£1pervisitor

DownloadPDF–h1p://stormchasersdigital.com/resources

@GoogleExpertsUK mark@stormchasersdigital.com

USEFULTOOLS

GoogleTagAssistant

GoogleAnaly+csDebugger

FacebookPixelHelper

WASPInspector

TagManagerInjector

GTMDatalayerSiYer

GTMSonar

GoogleAnaly+csTMClient

DataSlayer

PageAnaly+cs(byGoogle)

PageAnaly+cs(byGoogle)